Global Ad Trends: OOH in focus

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.
Key findings include: Successful brands allocate 13% of the media budgets to OOH. Out of home CPM is routinely lower than the all media average. Out of home accounts for 8% of global display adspend. Digital's share of global out of home adspend is expected to rise to 45% by 2021, compared to 35% in 2017. A blended schedule can achieve the benefits of digital impacts with affordable reach. Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and...

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